Domino’s Pizza entered Italy in 2015, aiming to open 880 stores by 2030. However, by 2022, all 29 of its locations had closed.
The company struggled to attract customers in Italy, where pizza is a major part of the local food culture. The closures followed the bankruptcy of its franchise partner, ePizza SpA, which was heavily affected by the financial toll of the COVID-19 pandemic.
During the pandemic, local pizzerias began using delivery apps like Deliveroo and Just Eat, increasing competition. By 2020, ePizza began reducing its operations, and deliveries ceased by July.
While Domino’s found success in countries like the UK and Ireland, it couldn’t compete with Italy’s traditional pizza culture.
Despite offering home delivery and American-style toppings like pineapple, it failed to win over Italian customers. This marks the end of Domino’s in Italy, where it never gained strong popularity.
